1. Build relationships that drive results For organizations, relationships matter more than ever. Why? Because people tune out irrelevant or promotional messages to focus on useful, engaging content. Companies that inform and engage aren’t just selling – they’re building relationships2. Establish your presence Your page is your home on LinkedIn. Here’s how you can use it to tell your organization's story: Design your pageClick the “Edit” button in the upper right of your page to update your description, specialties, industry, website, and more. Use rich, descriptive language that helps readers understand your vision, purpose, and the value you offer.Optimize for search Company Pages are very SEO-friendly. Google shows previews of up to 156 characters of your page text, so be sure your description leads with powerful, keyword-rich sentences. Members can also search for companies by keyword on LinkedIn, so include words and phrases that describe your business, expertise, and industry focus. 3. Attract followers Once you’ve established your company presence on LinkedIn, you can begin fostering relationships by attracting followers to your organization's page. Here are some simple, effective strategies for attracting followers:Engage your colleagues Employees are 70 percent more likely to engage with your Company Updates. Encourage them to add a link to your Company Page to their email signatures.Announce your Company PageOnce your page is all set, drive traffic its way with a compelling blog post or email newsletter announcement.

Add a “Follow” button to your website You can pull code for a “Follow” button from developer.linkedin.com to add to your blog or website. This lets LinkedIn members follow your company with a single click.4. Be helpful and friendly, not sales-yOne-sided conversations are no fun. So don’t post overly promotional messages. If you do post occasional organization-related news, make sure it deliver a specific benefit to your followers.5. Post ConsistentlyPost several times per week. Consistent posting encourages engagement and fosters familiarity6. Tailor your content to specific audiences What resonates most with followers? Content that’s customized to their professional interests. With LinkedIn’s Targeted Updates, you can easily match your message to your audience. When you create an update, you can decide whether to share it with “all followers” or a “targeted audience.” Choose the second option to send your update to a subset of followers based on geography, job function, industry, company size, or seniority.7. Learn from the best Across LinkedIn, companies are seeing the benefits of engaging their followers: recent research shows that LinkedIn is 277 percent more effective at lead generation than Facebook or Twitter. Here’s how some leading marketers are engaging their followers:

Enterprise cloud computing company salesforce.com used Targeted Updates to promote its Cloudforce London conference to a UK audience. During a five-week period, the company experienced a 30 percent increase in follower engagement. Plus, these Targeted Updates showed a 30 percent increase in amplification (the ratio of likes, comments, and shares to total update impressions).

A relative newcomer to the HR space, Reconverse wanted to raise awareness and create conversation about its mission to change the corporate recruiting model. Speaking to an audience in the HR field, the company used status updates to stage a contest. The first update alone generated 1,403 likes, 120 comments, and 87 new followers. Reconverse attributes 90 percent of its revenue to its LinkedIn community-building efforts.